Whether you’re aiming for an ambitious career goal or vowing to eat more vegetables, the new year means new opportunities to better ourselves — and the same holds true for your email campaigns.
Here are five resolutions to set your email campaigns up for success.
1. Clean up your lists
January is the perfect time to step up your list hygiene. Segmenting your unengaged contacts is key to improving deliverability.
Review your open rates and identify contacts who haven’t opened your last 20+ sends. The length of time they’ve been away will determine your next steps. Has it been 90 days or less? Run them through a reengagement campaign, making sure to scale back your normal email cadence. On the other hand, if they’ve gone two years with no opens, it’s time to unsubscribe them for good.
2. Review your automated marketing campaigns
Automated campaigns like abandoned cart emails, browse abandonment emails, and post-purchase series are easy to “set and forget.” However, even your best-performing campaigns have a shelf life — typically around 12 to 18 months.
The new year is a great opportunity to assess these campaigns and run through a checklist of the basics. Are your email templates mobile-optimized? Could the subject lines or cadence of your emails improve? Have you personalized your content wherever possible? Your campaigns may just need a refresh to start generating results.
3. Test new optimization strategies
Just like your own resolutions, small changes to your email messages often have the biggest impact. Plan to A/B test at least one form of optimization — this may include the subject line, send time, content, or personalization. Depending on the campaign’s goals, focus on one metric to track, such as: – read more